Compassion in advertising
“It’s totally possible to conquer the world with no morality. [But] Compassion is really powerful. You can create businesses in a compassionate manner and still be super successful. You can do the work that you want to do in a compassionate manner and be a high achiever.” (Yung Pueblo, E255: Diary of a CEO podcast)
I’ve worked in advertising for nearly 20 years. At first advertising is a fast paced, exciting, glamorous place to work. And it really is. In your 20s. In fact filmmaking as a whole was. Working on set, pulling all nighters, racing to a lab with the the negatives (yes film reel was still a thing then…just), or starting a colour grade at 11pm in a London post production house.
And I still love advertising. It’s a vibe.
However I have felt for many years the guilt of not being in a more compassionate industry. That said, I think the naysayers dislike advertising for all the wrong reasons. Data tracking, interrupting their kid’s Peppa Pig marathon on YouTube - I get it, it’s an inconvenience. But I don’t hate it.
Advertising helps brands who want to bring about change for good.
Advertising builds communities.
Advertising gives a voice to organisations who are improving lives and bringing joy to people.
Advertising drives business which drive the economy.
We collect data. A common objection. But so does your business. And I bet in the 2020 pandemic you gave to the NHS (read Government) all the personal details of every member of your household, down to the DNA in their nasal cavity. So it’s not exclusive to advertising.
So.
To conquer the guilt of my shallow existence, I sought out a volunteering role. I am a crisis volunteer at Shout UK, a mental health charity. And this does make me feel I am giving something back.
But more recently I have found compassion in my industry. Indie agencies on the hole run a tight ship, value is tangible. @Bicycle media agency say that they want to leave the industry a better place than they found it. And this resonates. Because it matters.
At Studio90 we support Challenger Brands, who are making their mark to improve the lives of our society, whether with tech, sustainability or more.
With our process we EDUCATE AND ELEVATE brands in their broadcast journey. So it’s not just a hit and run. It’s an enduring relationship that supports the growth journey of brands who exist to make the world a better place.
To me, this is conscious advertising. It’s human. It’s compassionate advertising.